THE LOST ETHOS
“LOST is about the spirit of individuality with and a disregard for the norm. People who stand out, do just that, stand out. The sheep call them LOST but they are truly the ones who found themselves. LOST is not about the hip or now but it is about recognition of one's state in the world. We embrace those who call us LOST.”
Lost apparel is a new Los Angeles based apparel company with a blatant disregard for trends, movements, sensitivity, and authorities. Lost is for men and women who never felt like they fit right into their herd. Today everything is about trends and quick passings. The Lost are forever maintained in solidarity, and we are steadfast in our ways. While everything wavers we remain strong in our dispositions. Lost is not for the masses, but for the one who realizes he doesn't belong to the masses. The sheep call us Lost and we embrace the title with pride. To be Lost means we are Lost, rid, of you and feel lighter already. Our mindset can be summarized in our Ethos.